Color halo/horns and halo-attribute dumping effects within descriptive analysis of carbonated beverages

Training panelists to focus on and evaluate a specific set of attributes is difficult. While every attempt is made to eliminate bias, such as methodology, panel influence, and product differences, unknown halo/horns effects may still influence the data collected. The objectives of this research were to (1) determine if a halo/horns effect of color exists in evaluating commercial cola and lemon/lime flavored carbonated beverages, and (2) determine if a halo-attribute dumping effect on mouthfeel attributes exists by aroma, aroma-by-mouth, taste, and afterfeel attributes. Ten panelists were trained to describe aroma, aroma-by-mouth, mouthfeel, taste, and afterfeel attributes of carbonated beverages. Each of the 6 carbonated beverages was evaluated by 3 treatments: (1) as is, (2) mix no color, and (3) mix with color. In the 1st set of product evaluations, all products were evaluated for mouthfeel attributes alone. In the 2nd of product evaluations, all products were evaluated for aroma, aroma-by-mouth, mouthfeel, taste, and afterfeel attributes. Color halo/horns effects were shown on mouthfeel intensity scores of lemon/lime carbonated beverages when caramel color was added. Adding caramel color significantly increased (halo effect) perceived body and mouthcoating and significantly decreased (horns effect) bite, burn, numbing, and carbonation attributes. A halo-attribute dumping effect was observed when mouthfeel attributes were rated exclusively compared to when other attributes in the modalities of aroma, aroma-by-mouth, taste, and afterfeel were rated in addition to mouthfeel attributes. Perceived intensities of bite, burn, numbing, and astringent attributes significantly increased (halo-attribute dumping) when rated alone compared to when all attributes were rated.